Programmatic Advertising Expands to New Spaces

The market share of programmatic advertising has increased considerably in recent years, offering various advantages to the advertiser: transparency and control, greater audience reach, efficiency, real-time measurement, etc.

This type of advertising, which refers to the automated purchase of audience spaces on the Internet, is probably only linked to display ads, but the truth is that this type of advertising is conquering new spaces such as wearables, television and online radio.

Programmatic advertising on wearables

According to data from a number of high authority news sites and specifically the consulting firm, sales of wearables will rise by around 12.4% each year between 2020 and 2024. These electronic devices such as smartwatches or glasses are an optimal location for programmatic advertising.

The large amount of data they generate about the user gives the opportunity to optimize this type of advertising campaign. The sensors incorporated in these devices collect a multitude of data such as the user’s location, health status or lifestyle, thus allowing them to offer highly personalized content and advertisements.

Programmatic television advertising

The revolution in television advertising comes from the hand of programmatic advertising: Shoppable TV. In this new format, purchases are integrated into the user experience during the viewing of programs where the viewer can identify products that interest them.

Over the next few years, programmatic TV advertising is expected to offer non-intrusive and highly personalized ways to reach viewers, leaving behind the multi-minute extended ad unit.

Programmatic advertising on online radio and podcast

Another field for programmatic advertising is podcasts and online radio, both of which have become very popular in recent years. The announcements can have an audio format adapting to podcasts, as well as to the reproduction of articles and streaming music. The main advantages of this space for brands are exclusivity and differentiation, price, engagement and new audiences.

Programmatic email advertising

Every day more than 4,000 million people use their email accounts, and repeatedly open the newsletters of senders and topics that are most relevant to them, based on their interests. These openings and clicks on thematic content through an email account (unique, non-transferable and persistent), allow audiences to be identified based on unique and locatable user interests; within a legal environment since the recipient has previously accepted the conditions (opt-in newsletters).

Thanks to programmatic advertising, it is now also possible to impact these users in newsletters that they consult regularly, including attractive and non-intrusive advertising in real time; segmenting those we impact by the newsletter theme and/or interests of said users.

Tristram Shandy